The Revelations Magic
IN THIS ISSUE:
FEATURE ARTICLE: BRANDING TIPS FROM THE MASTER
From a branding standpoint, it was like seeing the Mona Lisa, or visiting
the Sistine Chapel for the first time - knowing that a true master’s hand was at work.
Google’s roll out of “Universal Search” has changed the playing field for the future.
According to Danielle Keeton, “As an account executive it is my responsibility to
not only help communicate our clients’ needs, but to also help define their unique voice.“
A RUSSO RESULTS CASE STUDY: No. 00298-08
Branding campaign for Louisiana Honor Air - “For A Debt That Can Never Be Repaid.”
GALLERY R DOWNTOWN SPOTLIGHT
Gallery R, located in the Russo building in the heart of downtown Lafayette,
is committed to the work of both emerging and established local artists
throughout South Louisiana.
Next month’s featured artist – Hope Hebert.
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RevelationThe Russo Group is a branding and in t egra t ed mar ket ing agenc y focused on RE SULTS.
THE NEWSLETTER OF
THE RUSSO GROUP
VOLUME ONE - NUMBER FOUR
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The Magic of Successful Branding
Recently I decided to take my family to Disney World. Ok, scratch that. Recently, my wife decided to take our family to Disney World.
It’s not that I was against the trip, but the thought of 4 kids running loose in the Magic Kingdom had me waking up in a cold sweat in the
middle of the night. But as a branding appreciator of Uncle Walt, I was actually looking forward to experiencing the Disney brand first
hand. Thirteen hours in a mini van later - along with 37 stops at some of America’s finest public rest rooms – and we were there.
What I found at Disney was what I expected, as well as what I could not have imagined. From a branding standpoint, it was like seeing
the Mona Lisa, or visiting the Sistine Chapel for the first time - knowing that a true master’s hand was at work. Yes, the Disney brand was
connected by a maze of unified touchpoints that presented themselves at every turn, but deep down, there was so much more that made
it all come to life.
The most remarkable thing I experienced that established Disney as the da Vinci of branding, was their ability to not only understand their
consumer, but also themselves. Continued Next Page
B R A N D I N G T I P S F R O M T H E M A S T E R
A Brand Evolution From The Russo Group:
Version 1 Version 2 Version 3 Approved Version
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I am unsure of what they call it within their corporate structure, but I like to refer to it as “the turn” – the strategy of accepting the imperfec-
tions within the brand, while at the same time, putting devices in place to overcome them. I was able to experience these imperfections first
hand, and trust me, there are many. To begin with, Disney World is expensive. The only thing you don’t pay for at Disney is the air, and I
am sure they are working on a way to charge for that as well. In addition, there are the crowds. Everywhere you turn there are lines. Lines
for parking, lines for food, lines for restrooms and yes, lines for rides. Then, after two hours of waiting, the payoff lasts only 2 to 3 minutes.
This is where the magic kicks in – they make sure those 2 to 3 minutes are worth every second. It’s like this at every junction. Aggravation
followed by reward. You end up leaving the park on the high of your last memory, which seems to always be a positive one.
This positive experience leads to what all businesses want – consumer loyalty and advocacy. It comes from a clear understanding of who
they are and who they are trying to please.
The most remarkable thing I experienced that established Disney as
the da Vinci of branding, was their ability to not only understand their
consumer, but also themselves.
The moral of this story is, you don’t have to be Disney to utilize the same branding philosophy. All you really need is the ability to take a
good hard look at your business. Understand your strengths and weaknesses. It’s not easy. It takes courage to see yourself as your clients
see you. If there are deficiencies in your service or product, find ways to implement your own “turn”. The goal - always have your consum-
ers leave with a positive experience. They will then become your advocate, spreading the good word to others. Remember, successful
branding isn’t magical, but the results can be.
BRANDING TIPS... CONTINUED
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Google’s roll out of “Universal Search” has changed the playing field for the future. The watchword is “different” and that’s how search
engine marketers will need to think. Take a look at this result for a search on “dove beauty workshop”. Note how Dove, complete
with video playing within the SERPs (Search Engine Results Pages), owns the entire organic side above the fold. Search engines have
long been guilty of doing exactly the opposite of what online marketers try to achieve. We try and keep visitors on our websites for as
long as possible with engaging content. Search engines rocket people somewhere else within seconds of the search results appearing.
But with a little sprinkle of heuristics and a dash of AJAX, we’re on the same page, literally.
“Any time you discount, you impair your pricing power,” Mr. Miller said. And while many companies, such as McDonald’s, are getting
promotional, Starbucks is doing it in a “somewhat secretive way,” he said.
A candy-apple red Swingline stapler plays a prominent role in “Office Space,” a dark, low-profile 1999 comedy about a
fictitious Texas software company and the everyday weirdos who work there. One is Milton, who devotes his workdays to guarding
his red Swingline against pilfering by covetous co-workers. He eventually has his revenge against the smug boss who takes it away,
by setting the office on fire.
Dr. Eran Zeidel, who led a recent study, suggests that the arrival of the “brand” in the previous century has prompted
- Please Select the Highlighted Phrases for More on These Stories -
I N S I D E - R N E W S
R U S S O P R O F I L E
Danielle Keeton, Account Executive
Danielle has over 8 years of experience in marketing and media, gained in the trenches working
as an on-air reporter and anchor for stations in Alabama and Mississippi, and as a production
assistant at CNN and for the Atlanta Braves. She also served as the Public Relations Specialist for Baron
Services, where she had responsibility for all PR efforts, as well as at XM WX, a division of XM radio that provides
mobile weather solutions. Danielle’s experience ensures that her clients will be enjoying a high level of proactive
service with clear attention given to building a lasting relationship. Her work in high pressure media areas has
given Danielle a sense of how to manage information, communicate needs, and deliver to her clients’ expectations.
What do you feel is the single advantage Russo brings to its clients?
I know we say it a lot, but in the end it all comes down to results. From the very beginning of a job, no matter how large or small, results are
taken into consideration. What are our goals, who are we speaking to, how do we best reach them? It all plays a part in building strategies
that produce results.
Where do you see yourself in the process?
For me, it’s pretty much every step of the way. As an account executive it is my responsibility to not only help communicate our clients’ needs,
but to also help define their unique voice. I work closely with our media buyers as well as our creative team to ensure the client’s message is
on point and delivered to the right audience. I think of myself as a guide - leading all parties, strategies and touchpoints to a place where the
brand connects with its target. Knowing that what we did made a difference and that both our clients and their customers benefited from the
experience is a reward unto itself.
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A R U S S O R E S U L T S C A S E S T U D Y : N o . 0 0 2 9 8 - 0 8
LOUISIANA HONOR AIR Corporate Identity / Branding Project
Background: Louisiana Honor Air was founded for one purpose - to send veterans of WWII
to Washington, D.C. to view the memorial built in their honor, free of charge. In order to raise
money for the chartered flights, LHA needed a messaging system and identity that would
inspire people to give. After a complete brand overhaul, Russo went on to develop a series
of POP and collateral materials as well as a merchandising plan and direct mail campaign.
Results: After partnering with Russo, Louisiana Honor Air has funded over 4 flights with more planned for the coming year. In
addition to the goal of funding these trips, LHA has also brought a renewed interest in remembering and honoring the heroes
who gave so much to protect our freedom.
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We Can Do
Our WWII Veterans
Fo r t h e Ch r i s t m a s e s Th e y Mi s s e d. Th a n k Yo u.